Partner Co-Marketing
A partner co-marketing workspace for aligning campaign strategy, producing shared assets, approving launch details, and tracking lead-sharing and performance through a joint retrospective.
Every employee gets a seat — priced per employee in AI Productivity, quoted with this template ready.
Rolled out to every employee at AutoZone (125,000), PetSmart (50,000+), A.S. Watson and Raley's (20,000) — and at larger retailers we are not permitted to name.
Built for: B2B SaaS partnerships · Technology channel marketing · Professional services alliances · Financial services co-marketing · Healthcare technology partnerships
Overview
The Partner Co-Marketing workspace is a role-based starting point for coordinating one campaign with a strategic partner. Its task lists follow the work from Kickoff and Alignment through Audience, Offer, and Lead Governance; Asset Production and Review; Launch Readiness; Launch and Optimization; and Measurement and Retrospective. Milestones mark decisions that can block progress, including approval of the campaign brief and RACI, lead-share and data rules, final assets, launch readiness, and the final report. Weekly Monday status and Thursday launch-readiness check-ins, plus a monthly performance and partner review, give the team a defined cadence for resolving work and reviewing results.
Use it when internal and partner teams need shared ownership for audience, offer, creative, approvals, launch sequencing, or lead handoff. Fill role slots with functions such as Campaign Owner / Project Manager, Partner Marketing Lead, and Marketing Operations and Attribution Lead; the cloning team assigns actual people. The hill chart provides a place to track confidence in campaign delivery, while the message board welcome post can explain the campaign’s purpose and first actions. Keep decisions and owners visible so the partner does not have to infer status from scattered meeting notes.
This template is not a substitute for a contract, privacy review, detailed media plan, or system for executing campaign assets and attribution. Do not treat a lead-sharing milestone as approval by itself: obtain the required internal and partner sign-offs before data collection or transfer. For a small, single-team promotion with no partner approvals or lead handoff, a lighter task list may be easier to maintain; for ongoing partner programs, create a separate workspace structure that reflects the recurring relationship rather than stretching one campaign template.
Standards & compliance context
- Treat lead-share and data-rule milestones as workflow checkpoints, not legal approval; obtain review from the appropriate privacy, legal, and security owners before data collection or transfer.
- Document the agreed purpose, audience, consent expectations, permitted data fields, retention, and handoff responsibilities using the organizations’ approved processes.
- Set default visibility before adding partner participants, and avoid placing personal or sensitive lead data in workspace notes unless the organization has explicitly approved that use.
General regulatory context for orientation only — verify current requirements with counsel or the relevant agency before relying on this template for compliance.
What's inside this template
Members
Role-based member slots identify the internal and partner functions that own campaign decisions and delivery.
- Executive Sponsor
- Campaign Owner / Project Manager
- Internal Marketing Lead
- Partner Marketing Lead
- Content and Creative Lead
- Demand Generation or Lifecycle Lead
- Sales or Business Development Lead
- Marketing Operations and Attribution Lead
- Legal and Privacy Reviewer
- Brand Reviewer
Check ins
Defined check-in cadences give the team separate forums for weekly execution, launch readiness, and monthly partner performance review.
- Weekly Monday campaign status
- Weekly Thursday launch-readiness review
- Monthly performance and partner review
Milestones
Approval and delivery milestones expose campaign dependencies from the initial brief through the final retrospective.
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Campaign brief and RACI approved
Both organizations agree on objectives, audience, scope, success metrics, roles, and DRIs.
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Lead-share and data rules approved
Consent, permitted data, routing, acceptance, response SLA, and retention requirements are documented and approved.
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Messaging and asset drafts complete
Core copy, design direction, and partner contributions are ready for formal review.
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Final approvals complete
Brand, legal, privacy, partner, and campaign-owner approvals are recorded for launch assets.
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Launch readiness sign-off
Publishing schedule, tracking, lead routing, team briefing, and issue plan are validated.
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Campaign launch
Approved campaign activities go live according to the agreed sequence.
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Interim performance review
Early results, lead quality, delivery health, and RICE-prioritized optimizations are reviewed.
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Final report and retrospective complete
Results are reconciled, lessons are captured, and follow-up actions have assigned owners.
To-do lists
Stage-based task lists guide work from kickoff and lead governance through production, launch, optimization, and measurement.
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1. Kickoff and Alignment
Establish the shared campaign brief, roles, objectives, audience, offer, budget, and operating model.
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2. Audience, Offer, and Lead Governance
Define who the campaign targets, what is being offered, and how leads and consent will be handled.
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3. Asset Production and Review
Create, exchange, review, and approve the campaign assets and supporting launch materials.
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4. Launch Readiness
Validate that assets, systems, people, communications, and reporting are ready for the agreed launch window.
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5. Launch and Optimization
Execute the launch, monitor delivery and conversion, and prioritize improvements using RICE.
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6. Measurement and Retrospective
Close the campaign with reliable reporting, partner reconciliation, lessons learned, and follow-up ownership.
Hill charts
The campaign delivery hill chart helps the team make uncertainty and progress visible as the launch approaches.
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Co-Marketing Campaign Delivery
Track confidence and progress across the major campaign workstreams from open questions through completed delivery.
How to use this template
- Clone the workspace for one named partner campaign, set default visibility with the partner owner, and replace the welcome post with the campaign purpose, key dates, and first action.
- Fill the role slots with accountable functions, designate the Campaign Owner / Project Manager as DRI, and approve the campaign brief and RACI at kickoff.
- Work through Audience, Offer, and Lead Governance to document audience definitions, lead handoff rules, data approvals, decision owners, and unresolved questions before production proceeds.
- Assign each asset and launch-readiness task to a role-based owner, use the Monday and Thursday check-ins to clear dependencies, and update the corresponding milestones as approvals are completed.
- At launch, record the agreed reporting source and optimization decisions, then use the monthly performance review to assess campaign results with the partner.
- Complete the final report and retrospective by documenting outcomes, unresolved follow-up actions, and improvements for the next joint campaign.
Best practices
- Keep the six task lists aligned to campaign stages and assign every task a DRI rather than creating a catch-all list.
- Use role names in member slots so each cloned workspace can be staffed without editing template-specific people.
- Approve the campaign brief and RACI early, making clear who is Responsible, Accountable, Consulted, and Informed for cross-company decisions.
- Resolve audience definitions, lead-sharing rules, and data approvals before asset production or launch work depends on them.
- Give each milestone an explicit approver and completion condition so a status change represents a real decision, not a guess.
- Use the Monday status check-in for delivery and ownership, the Thursday review for launch blockers, and the monthly review for performance and partner follow-up.
- Post concise decision summaries and next actions on the message board so absent stakeholders can follow the campaign record.
- Use the hill chart to surface uncertain work early, and convert stalled or high-risk areas into named tasks with an owner and next review date.
What this template typically catches
Issues teams running this template most often surface in practice:
Common use cases
Frequently asked questions
What work does the Partner Co-Marketing template cover?
It structures a joint campaign across kickoff and alignment, audience and lead governance, asset production, launch readiness, optimization, and retrospective. Milestones track key approvals and campaign outcomes, while role slots identify the functions involved. It is intended for one defined partner campaign rather than ongoing partner account management.
How often should the campaign team check in?
The template sets a weekly Monday campaign status check-in, a weekly Thursday launch-readiness review, and a monthly performance and partner review. Use the Monday meeting to resolve work and ownership, the Thursday review to confirm launch dependencies, and the monthly review to assess results and the partner relationship. Adjust the cadence when campaign length or launch pace calls for it.
Who should own and run this workspace?
The Campaign Owner / Project Manager should act as the DRI for the workspace and keep task lists, milestones, and check-ins current. The Internal Marketing Lead and Partner Marketing Lead coordinate decisions across organizations, while functional leads own their assigned work. Name role slots rather than specific people so each organization can fill in its participants when the workspace is created.
Does this template establish legal or regulatory approval for lead sharing?
No; the workspace provides a place to track lead-share and data-rule decisions, but it does not determine whether a proposed practice is lawful or compliant. Ask the appropriate privacy, legal, and security reviewers to confirm consent, permitted data use, retention, transfer, and regional requirements before collecting or sharing leads. Record the decision owner and approval status in the campaign workflow.
What common problems should we watch for during a joint campaign?
Typical issues include unclear approval authority, conflicting audience definitions, lead-routing rules agreed too late, and creative reviews without a named decision-maker. A quiet message board can also leave partner decisions undocumented, while a milestone marked complete without evidence can hide launch blockers. Assign a DRI and due date to each open decision and summarize outcomes on the message board.
Can I customize the roles, campaign stages, and review cadence?
Yes; rename role slots to match the participating organizations while keeping them role-based, and add or remove stages to reflect your actual campaign workflow. Keep the lead-governance work before asset approval and launch, and make each check-in name state its cadence. Update the welcome post with the specific partner, campaign purpose, and first action for participants.
Does the workspace connect to marketing or CRM tools?
The template creates workspace structure such as role slots, task lists, milestones, check-ins, a hill chart, and a welcome post; it does not create integrations. Use your organization’s approved systems for campaign execution and attribution, then record owners, decisions, and agreed reporting outputs in the workspace. Confirm where the source of truth lives before launch.
How should we roll this template out to a new partner?
Clone the workspace for a specific campaign, assign internal and partner role slots, and agree on default visibility before adding sensitive campaign details. Use kickoff to approve the brief and RACI, then resolve lead-sharing and data rules before production work advances. Review launch readiness together and close with a final report and retrospective.
Why use this template instead of coordinating in ad hoc documents and meetings?
Ad hoc coordination can scatter decisions, owners, and launch dependencies across separate documents and meeting notes. This workspace gives the campaign a shared sequence of task lists, milestones, role slots, and recurring check-ins. It works best when the team keeps those records current; it does not replace detailed creative files or formal legal approvals.
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Every employee gets a seat. Request pricing for AI Productivity and we quote into a workspace with Partner Co-Marketing ready.
Rolled out to every employee at AutoZone (125,000), PetSmart (50,000+), A.S. Watson and Raley's (20,000) — and at larger retailers we are not permitted to name.
